Latest / Success Story with Scott Clary / Lessons - Understanding the Human Component of Sales | David Priemer - Cerebral Selling Founder (Bestselling Author)

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Lessons - Understanding the Human Component of Sales | David Priemer - Cerebral Selling Founder (Bestselling Author) · Success Story with Scott Clary

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  In this lessons episode, uncover why authentic communication is the core of effective sales.
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  Learn how to replace scripted pitches with credibility-driven language that builds trust,
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  explore science-back tactics for discovery, objections, and negotiation that engage both emotion
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  and logic and understand how empathy and tone can turn any interaction into genuine connection
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  and lasting conversion.
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  Good, it's a good thing to know a good point that regardless of the sales strategy or whatever
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  you subscribe to if it's spin or challenger or there's a million and one different things that
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  different organizations use. Miller, I'm in like a whole bunch of different types, right?
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  This underlies all of them. This can be added onto because if it's how to use tone and how to
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  I would say be more human and more authentic in your approach and be more
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  more confident in your approach and I'm sure that I'm using very general words and you can
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  probably go a little bit deeper on how this actually manifests and when a rep uses it.
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  This can be implemented in line with any sales strategy because it's not a different strategy.
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  It's something that you have to add on, correct?
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  Correct. It's very foundational. It's very human feeling. Now, there are a lot of tactics.
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  We talk about messaging tactics, discovery tactics, objection, healing, negotiation,
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  and so on. For example, people are familiar with Bant or Medic. People have these discovery methodologies
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  where they say, hey, look, Scott, when you go into the call to the customer, here's the list of
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  things that you need to come out with. Then what happens is we get too tethered to those lists and
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  we say, so Scott, what's your budget? You say, I don't know, we haven't said it. I'm like,
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  okay, awesome. So who's going to sign this thing? I don't know, maybe in my boss and like,
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  okay, great. When you need this by and your customers can feel that it's like a polite interrogation
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  that you're just working down a checklist. It does not feel human. We talk about tactics. It's
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  about using tactics that you can execute with passion, conviction. They're not all easy to execute
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  by any stretch, right? But that's the whole idea behind sales being a thinking person's profession.
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  You really have to unpack it. Some of them are easy, but yes, manifesting the emotion, the
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  conviction, using words like, you know, even just like a very simple thing when you have a lot of
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  let's say young sales reps and they go in and talk to a customer and they say, well, you know,
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  Scott, what I think and what I've what I've seen and Scott's there thinking like, who the hell is
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  this kid? What I've seen. Yeah, if it's you've seen nothing anything, okay? Like you're not
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  Oprah, like you're not Bill Gates, like you've seen nothing. So, you know, one of the tactics I
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  talk about, and this is just like a small little thing is I call it the eye phrasing trap where we
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  start saying, well, I've seen I found it like no one cares what you think. So I say, well, who has
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  credit, if you don't have credibility, who does your customers have credibility? Third party,
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  you know, articles and studies and reputable journals have credibility. The collective
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  experience of your company has credibility. So I say, shift your eye phrasing to we phrasing
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  and invoke the credibility of the entities that have it. So I say, you know, well, what we found,
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  like we've been in business for 10 years and what we found working with tons of customers like you
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  is and you can use that on day one of your job, right? You just have to execute it with passion
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  and conviction and there's lots of ways to do that. But just like these little tweaks to your
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  repertoire can make you feel completely different about how you execute that sales motion when
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  you feel completely different, your customers can feel too. And it's very powerful from a conversion
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  perspective. So let's break down what the current modern day iteration of cerebral selling is,
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  because now you have a book out, you have a course that's been broken down into I'm pretty sure
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  six different components. What is what is the full complete cerebral selling when you train it when
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  you when you teach somebody how to sell this way? Well, you know, it's funny. Like when you start
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  a business like like mine, when you're focused on training, it's not just about the content because
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  there's lots of great content out there. I oftentimes will focus just as much on the delivery mechanism
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  and the retention, right? Because people forget and actually as a consumer of sales training over
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  the years where the sales trainer comes in and does it the thing for two days, you forget most
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  of it. And this has been proven out. So what I do is I focus on a particular topic like messaging,
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  you know, and we focus on that. And then, you know, I leave you to execute those tactics in the
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  field for two, three weeks before I come back and I I teach you something else. So we focus on
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  the fundamentals, messaging, discovery, objection, handling, negotiation, leadership, focus. And
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  in each case, we focus on like science-based tactics executed with the right empathy and tone.
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  And you know, it's especially relevant now when you think about like the current buying climate,
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  you know, whatever it is you say you do, there's a million people that will say the same thing,
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  at least in the you know, now you think you're this delicate snowflake and you're unique from
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  everyone else and maybe you are, but to your customers, you just all sound the same. So no one
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  really cares what it is you do. And a lot of times you and I say, oh, so Scott, what are you
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  doing? You're like, oh, well, we're a platform to like, no one cares about your stupid platform.
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  And I'm saying that the best possible. No one cares about your platform, okay? Like people walk
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  around caring about their problems and their lives and not even like features and benefits, right?
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  So speaking the language of like pain and enemies, like for example, if you say like, so David,
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  like, what do you do with cerebral selling? Yeah, I can say, oh, well, I'm it's a sales training
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  and thought practice and I have a book and like, no one cares, right? So I said, like, like,
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  I work with sales teams who realize that like people love to buy stuff, but they hate talking to
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  sales people, right? And now you've had like a little ammonia piphany of like, oh, yeah, you know,
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  it's true. I also hate talking to sales people. All right, tell me more, right? So when you think
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  about from a messaging perspective, it's not just having empathy for your customers, but like,
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  really thinking like, how does my customers brain process this information when I give it to them,
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  so that I maximize my chances of creating interest and conversion later on down the road. And
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  none of this is like, this is all completely above board. It's easy stuff. It's stuff that you can
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  execute with passionate conviction, but that's that's how it breaks down in every step messaging,
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  discovery, objection, handling. There's all these like little tips and tricks that you can manifest.
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  I mean, I can give you more examples. I would know I think that so what I wanted to do. So I saw
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  there's messaging, discovery, objection handling, negotiating, leading for growth, which I'm not
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  sure what that actually means. And then I don't know what that actually means, but it sounds interesting.
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  And then it sounds great. I like I like the copy. It's great copy for for these little for these
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  breakdowns and then mindful execution. So so five and six, let's we can we can shell those for
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  a quick second. So messaging, discovery, objection handling, negotiating. These are things that if
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  you sold anything to anybody and put an ounce of effort into researching how to sell something,
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  these will come up again and again and again. So let's break down the cerebral approach,
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  excuse me to the other three. So discovery, objection and negotiation. And how do you do that with
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  this cerebral nuance? For sure, well, with with discovery, I kind of think about two things.
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  And you go you go into a discovery call with a customer. Well, what is it that you want to know?
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  Like what do you want to talk about with that customer? Because there's like a million things
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  you could talk about, not all the things will be equally important and not all things will have an
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  equally emotional impact on the customer. So we talk about that. The other thing we talk about
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  is the science of self disclosure. How do you get people to tell you things that they don't want
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  to tell you? Like when I come to you and I say to Scott, like, what's your budget for this project?
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  Like even if you walked into a car dealership and the car salesperson's like, so Scott,
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  like, what's your budget? All of a sudden you're the hamster wheels cranking in your brain,
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  you're like, I don't, I don't want to. Yeah, why are they asking, what are they going to do with
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  this information when I give it to them? What should I say? Should I lowball? Right? And so we get
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  into like the science of self disclosure and like how to kind of recognize the kind of pictures
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  that are going on inside people's heads and how to kind of approach those discussions with
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  objection handling. It's all about understanding, before we even handle the objection, it's understanding
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  what the intent. So for example, the most common objection in sales of any kind is too expensive,
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  right? Everything's too expensive. If everything was free, life would be good, but everything's not
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  free, unfortunately. So when someone says, so it's too expensive, it's like, if I ask you out on a
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  date, Scott, and you don't want to go with me. And I say, so Scott, hey, look, we mad like
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  Saturday night, I'm free. You want to go out Saturday night and you don't want to go with me.
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  And you say, oh, David, I'm sorry, I'm busy on Saturday night, right? That's the equivalent
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  of it's too expensive. Thanks for tuning in. If you found this valuable, don't forget to hit that
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  subscribe button so you never miss an episode. And if you want to dive deeper into this conversation,
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  check out the links in the description to watch the full episode. See you in the next one.